Golden youth or majors presentation. Golden youth. Main types of youth subcultures

St. Petersburg Academy of Management and Economics

Petrozavodsk branch

Faculty of Economics and Finance

Department of Finance and Credit

Test

By discipline: ______________________________ _____________________

On the topic of:______________________ ______________________________ ______

Option No. _____

Completed by a 2nd year student

correspondence department

group 12-194346/2-2

direction "Economics"

Abushek Olga Vyacheslavovna

Supervisor:

Grade ________________________

Teacher's signature_________________ __

Petrozavodsk

2010

The concept of subculture and youth subculture.

In a broad sense, subculture is understood as a partial cultural subsystem of the “official” culture, which determines the lifestyle, value hierarchy and mentality of its bearers. That is, a subculture is a subculture or a culture within a culture.

In a narrower sense, a subculture is a system of values, attitudes, behaviors and lifestyles of a certain social group, different from the dominant culture in society, although related to it.

In modern society there is a significant diversity of such subcultures, but in sociology this concept is most often used in the study of youth cultures and deviance. For example, it is believed that delinquent or criminal subcultures have as their task solving the problems of their members, who see in belonging to the subculture some compensation for their “failure in the big society.” Youth cultures, often viewed as deviant, develop based on distinctive styles of clothing and music that distinguish them from other members of society. Some researchers view the practice of subcultures as an expression of opposition to the dominant culture. Subcultural attributes, rituals as stable patterns of behavior, as well as values, as a rule, differ from those in the dominant subculture, although they are associated with them. M. Brake that subcultures, as “systems of meanings, modes of expression or lifestyles,” developed by social groups in a subordinate position, “in response to dominant systems of meaning: subcultures reflect the attempts of such groups to resolve structural contradictions that arose in a broader societal context "

The values ​​of a subculture do not mean a rejection of the national culture accepted by the majority; they reveal only some deviations from it. However, the majority, as a rule, treats the subculture with distrust and disapproval.

Sometimes a group actively develops norms or values ​​that clearly contradict the dominant culture, its content and forms. On the basis of such norms and values, a counterculture is formed

Typology of youth subcultures

There are two types of youth subcultures:

Ingroups;

Outgroups.

Ingroups are groups with which a young person identifies himself.

Outgroups are groups from which a young person separates himself and feels different.

According to the specific behavior of group members, the following are distinguished:

Prosocial;

Antisocial;

Antisocial.

Prosocial – groups that do not pose a threat to society, are positive and helpful.

Asocial - they criticize some of the foundations of society, but this confrontation is not extreme.

Antisocial - not only criticize social orders and foundations, but also strive to destroy them.

Frolov S.S. proposed the following typology of subcultures:

1. Romantic-escapist subcultures - focused on escaping real life and building their own philosophical systems (hippies, Tolkienists, Indianists, bikers).

2. Anarcho-nihilistic groups - rejection of generally accepted standards, a critical attitude towards many phenomena of life (anarchists, punks).

3. Entertainment-hedonistic – focused on providing leisure time (“golden youth”, ravers, snowboarders, rappers).

4. Criminal subculture - focused on opposition to law and order (goths, skinheads, gangs, gopniks, lubbers).

Characteristics of some subcultures

Hippie subculture– one of the oldest youth subcultures. The movement formed in San Francisco in the mid-60s. XX century as a protest against philistinism. The hippie ideology was based on philosophical teachings associated with the “Jesus movement.” They adhere to pacifist views, profess the idea of ​​“non-resistance to evil through violence,” and are prone to creativity.

Close in many respects to hippies Rastafarians. Rastafari (Rasta) is the religion of the universal Lord Jah (distorted “Jehovah”).

Rastafarians– convinced pacifists, especially protest against racism. Two features confirmed the worldwide nature of the Rasta movement - marijuana and reggae. Rastafarian life also includes healthy image life, ban on tobacco and alcohol, vegetarianism, art. Their symbols are a red-yellow-green “Pacific” cap, pulled over dreadlocks (“dreadlocks”). Rastafarians can often be found in the company of hippies. Speaking about Russia, it should be noted that most young Rastafarians are simply fans of reggae music (this type of music originated in the 60s of the 20th century in Jamaica).

Punks. The punk movement began in the mid-1970s. XX centuries in England during a period of severe economic crisis. The main slogan of punks is “No future!” The philosophy of punks is the philosophy of the “lost generation”, simple to the limit: in a pigsty it is better to be pigs yourself. They finally decided that it was impossible to change the world for the better, and therefore life and career in the old sense of the word were put to rest. According to their political leanings, punks are considered anarchists. Hence their main symbol is the stylized letter “A”.

The standard punk hairstyle is considered to be a “mohawk” - a strip of long, vertical hair on a cropped head. Punks prefer torn, dirty clothes. Punks are the most avid party-goers, great “specialists” in drinking, drugs, fights - apparently from idleness.

The punk subculture entered the USSR in 1979. One of the first punks were famous St. Petersburg rock musicians Andrei Panov (“Pig”) and Viktor Tsoi.

Gothic originated in the late 70s. XX century on the wave of post-punk. The early goths took a lot from the punks, they looked the same as punks, with the only difference being that the dominant color of clothing and hair was black (with accents of white, red or purple) and silver jewelry. At first, only fans of gothic musical groups were called goths. Gradually, the Goths acquired their own lifestyle, value hierarchy and mentality.

The modern Gothic image is quite complex and varied, it includes clothes, shoes, jewelry, accessories, make-up, and hairstyle. Gothic aesthetics are extremely eclectic in their range of symbols, using Egyptian as well as Christian and Celtic symbols. Occult symbolism is quite widely represented - pentagrams, eight-pointed stars (symbols of chaos), symbols of death. The Goths developed their own original style of makeup and manicure. Using makeup or powder, the face is given a deathly pale shade, black eyeliner is applied, and lips and nails can also be tinted black. Black is the dominant color, but other colors are acceptable.

Emo– short for “emotional” – a term meaning special kind hardcore music, based on the crushing strong emotions in the vocalist's voice and the melodic, but sometimes chaotic musical component. Squealing, crying, moaning, whispering, breaking into a scream are the distinctive features of this style.

Today this style of music is divided into: emocore, emo-rock, cyber-emo, punk-emo, emo-violence, screamo, French-emocore hardcore San Diego, etc. Fans of emo music, identified as a special subculture, are called emo kids . The concept of emo is very common among modern youth. In addition to bright outfits, hair and makeup, these guys have other ways to express themselves. Through music and heightened emotions about everything that happens in their lives.

Majors- Soviet golden youth of the period of “developed socialism”. Socially they are close to yuppies and kogyars. Appeared in the late 1970s. The major is not interested in ordinary everyday problems, since all such problems have been solved for him by his parents. He is not short of pocket money. He wears scarce clothes and shoes, can drive his own car (usually owned by one of his parents), and owns foreign-made audio and video equipment. He can spend time at his parents' official dacha, if they are entitled to one according to their rank. Some have the opportunity to travel abroad, including to capitalist states, and live there with their parents.

Among the majors, the position of parents in society and the associated prospects for their own life and career are assessed. However, a high level of academic performance at school and university is also valued. The attitude towards peers from “simple” families is patronizing, condescending or contemptuous, although more often it is indifferent.

The future of the major is cloudless and does not cause any worries

Yuppie – youth subculture, whose representatives lead the active business lifestyle of an urban professional. Yuppies have high-paying jobs and prefer clothing business style, follow fashion, visit fitness centers. The main criterion for belonging to a “yuppie” is success. A self-respecting yuppie wears a formal suit (preferably a three-piece), woolen and very expensive, does not wear rings on his fingers and does not fasten his tie with a pin with a ruby ​​- this is bad taste. The most he can afford is cufflinks with diamond dust or an antique chronometer “with rehearsal”. But even this is not recommended.

The best way to learn about yuppie life is through the magazines that yuppies publish for themselves. The circulation of these publications is tiny, and they are distributed mainly among their own people.

Hackers– computer users, programmers who adhere to an active, offensive line of behavior in the network space. The targets of hackers' attacks are other people's websites and servers, which they hack and disable. In 1988, the world first experienced the power of one of the most effective hacking tools - a computer virus.

Some experts predict the emergence of a web mafia that will engage in cyber espionage and cyber terrorism. At the same time, hackers as such are opposed to corporatism; they value freedom and self-will above all else.

Hackers are mainly university students and high school students with a focus on physics and mathematics. It is difficult to determine the exact number of hackers, because they communicate primarily through computer networks. In addition, not all hackers recognize themselves as a kind of community with their own values, norms, and specific style.

Extreme sportsmen– those who love life like no other, but are ready to take risks again and again for the sake of an unforgettable feeling of freedom.

Some modern sports that have been promoted in the world since the 50s. XX century, gradually became commonly called extreme. These sports include skateboarding, snowboarding, skydiving, rock climbing, etc. Extreme sports are emerging every day. They are characterized by a high degree of danger to the life and health of the athlete, a large number of acrobatic stunts, and a high level of adrenaline, which is released by the athlete during sports.

“Rave” (from the English rave - to rave, nonsense, incoherent speech, also: to rage, roar, howl, rage, speak with enthusiasm) is interpreted in T. Thorne’s Dictionary of Modern Slang as “a wild party”, dancing or a situation of desperate behavior." The source of life guidelines for ravers became musical style, or more precisely, examples of the lifestyle of their idols, musicians. Ravers basically take the behavior model of nightclub regulars. According to this model, the raver's lifestyle is nocturnal. Their appearance and behavior promote man's departure from nature.

Rave is not only music, but also bright synthetic clothes, dyed hair(often exotically colored squares, circles), special earrings, fennies, dance. Their life is pure entertainment. Entertainment - not only discos, drugsand other pleasures, but also cinema, painting, and less often - theater. The ideology of ravers is based on fun and non-interference. They do not believe that their parents should necessarily give them money. They agree to earn extra money, but where they don’t have to work hard to earn their living. In a reputable, prestigious company: for big money - please. This is also one of the expensive lifestyles. It is still very common among young people. Typically, ravers are simply called “party people.” Acid players join the ravers. They also wear exotically bright clothes and hairstyles; they see the meaning of life in entertainment.

Majors .

These are young people who worship English - “pseudo-English”, French - “pseudo-French”. Dressed and shod in what is made in the respective countries.
Using clothing from any other country is frowned upon.

R a s t a m a n s .

Subculture that emerged in the 20s. XX century in Jamaica and has its roots in the syncretic cults of Africa and the Caribbean. Red-yellow-green (colors flag of Ethiopia) berets, hair braided in braids (dreadlocks) - these are the most striking features appearance Rastafarians.

Where did they come from?

Feel free to assert that few of the young Russians who have tried on this style are deeply familiar with the ideology of the national-religious movement of the African-American population of Jamaica, which saw in the Ethiopian emperor Haile Selassie a messiah, a kind of collector of “dispersed” immigrants from Africa. In 1930, distant Jamaica was an explosive mixture of African sects with names that were difficult to pronounce. Marcus Mosiah Garvey, expelled from the United States, actively preaches the idea that Jesus Christ was black, so we should wait for the coming of a great king from Africa - the savior of the black race.

On November 2, 1930, Prince Tafari Makonen (or Ras Tafari - hence the name of the movement) was crowned Emperor of Ethiopia. Thousands of people found the prophecies to come true. This is how Rastafarianism was born.

Rastafarians believe that everything valuable to humanity originated in Africa. Africa is a paradise on Earth where Rastafarians live, according to the will of the great Jah. They declare war on Babylon (white culture). From their point of view, you can: love people, smoke weed, sit back, understand the meaning of life, tell others about Rastafari, philosophize, play the drums, fight Babylon, wear dreadlocks and listen to reggae; you cannot: eat pork, shellfish, salt, vinegar, fish without scales, cow's milk, smoke tobacco, drink rum and wine, carry things from someone else's shoulder, eat food prepared by others, gamble, touch the dead, preach to the unworthy.

What is "Golden Youth"? “Golden Youth” is a common name for young people whose lives and futures were mainly arranged by their influential or highly paid parents, which is why they became easy and carefree, and they themselves became their burners. Without the support of their parents, they rarely become anything themselves. “Golden Youth” is a common name for young people whose lives and futures were mainly arranged by their influential or highly paid parents, which is why they became easy and carefree, and they themselves became their burners. Without the support of their parents, they rarely become anything themselves. Close in meaning to the rougher "major". Close in meaning to the rougher "major". The expression appeared in France, during the Directory era, as a name certain groups young people who served as instruments of reactionary politics. The expression appeared in France, during the era of the Directory, as the name of certain groups of young people who served as an instrument of reactionary politics.

The most popular educational institutions among "majors". The most popular educational institution is still MGIMO. According to the MGIMO students themselves, students in one of the most prestigious educational institutions countries can be divided into several categories: 1. Children of diplomats, whose parents will help them make a career. Such boys and girls study in different ways, mostly well. 2. Children and relatives of the business elite, who are already destined for good positions in large successful corporations. 3. Children without a pedigree, but with a head. 4. Offsprings of leaders of Russia and CIS countries, prominent politicians.

Representatives of Russian golden youth and their lifestyle. Major is a lifestyle, a certain attitude. Knowledge, as we know, is power, and the major knows better than others that he is the “golden” child of “golden” parents. All this is in his important gait, and in his arrogant look, and mocking smile. His red Renault or black Lexus will never stop in the yard; they will always drive up to the main entrance. This is what he is all about - endlessly demonstrating himself and being impeccable. Impeccable in everything, even in the smallest things: majors write with the most expensive pens, their paper bills are tightly tucked into the most expensive wallets, and their clothes must have the most famous label on them. All this is like a seal: stylish, expensive, do not touch it with your hands. “Open your mouths, take off your headdresses - On daddy’s Volgas there are major boys,” Yuri Shevchuk once sang. Since then, almost nothing has changed: if previously it was prestigious to drive a Volga, today the favorite of the “rich kids” may well be a Mercedes or BMW of the latest model.

The majors have their own party; there are no and cannot be unfamiliar faces here. Here, those who do not wear an Armani suit, Gucci shoes, Cartier watches and Chanel perfume are looked down upon, and they try not to communicate with them. Money is the main indicator of whether you can become a member of the party. At the same time, the topic of money in itself is closed, but it is money that interests everyone the most. It is interesting not who, with whom and when, but for how much! How much did you tip the waiter, how much did you buy a dress or phone for, how much did your hair and manicure cost? Everyone around is talking about money: and it’s indecent expensive car, and a well-dressed companion, and coffee ordered at the bar. Representatives of the Russian Golden Youth. Vivid examples from opposite strata of society. Find 10 differences: Video Video

Ksenia Sobchak is one of the most famous socialites of the capital. Ksenia Sobchak - socialite, casually changing men, diamonds and outfits. Ksyusha became a figure in the Moscow social scene, and this is virtually an impossible thing for people from other cities who haven’t been around here for years. Ksyusha did it in four years. She's physically strong girl, because to hang out, you need remarkable endurance: to be in time everywhere where it’s cool, to maintain the pace and at the same time look chic.

Parents are not chosen. Majors, of course, have their own age: these are young people under twenty-five. They live off their parents, regularly visit fitness clubs, dine in restaurants, play bowling, and in the morning they take aspirin and complain of a headache from the alcohol they drank at the party the night before. Wealthy parents can give their child all the best, without thinking at all about who will come out of it all. A spoiled child, accustomed from childhood to the fulfillment of any of his desires and whims. Majors consider themselves an elite, they are raised as an elite by secular circles of society. But often they behave in completely inappropriate ways. Many parents understand that a golden child is a good investment. All wealthy people try to invest in their own child. Private schools and universities are opening. Young people are taken abroad to study. This is, of course, very prestigious. It’s hard to imagine that in this situation a leap up the career ladder is not guaranteed.

Kids are having fun It's hard to imagine Majors at lectures. They, of course, come to the university, but somehow closer to lunch and not at all in order to listen to boring macroeconomics or Greek language. The entire university elite gathers at a local cafe, naturally, not the one where you can buy coffee bags and whitewash. As if such establishments are opened especially for rich boys and girls with comfortable chairs, clean tables and freshly squeezed orange juice. This is where the majors hang out, discussing the new spring collection at MaxMara, yesterday's party and Petya's car, which has gone out of fashion.

So-called closed parties have become increasingly fashionable. When the whole club is filmed for some party. Before dawn, it turns into a place where the entire youth elite gathers. The main thing is to go through face control with the organizer and sponsor of the celebration, receive an invitation, and only then with the security service, which strictly ensures that vacationers are not disturbed by suspicious individuals. But there is another side to the coin, a completely different “golden youth”. “Golden” does not depend on the amount of money, but on the amount of intelligence. Excellent students, activists, social activists, well-read boys and girls from the “Smart Men and Women” program - they were the ones who were unlucky in life with mobile phones, cars and expensive clothes. Such “golden youth” are the hope of the country; they only occasionally receive meager scholarships or bonuses from the state.

Rublevka: "Beverly Hills" of rich Russians As we all know, Rublevka is a golden cage Russian millionaires, is a symbol of success, prosperity, wealth, complacency and elitism. This is the world of the richest men and most luxurious women, the most expensive land and the most luxury mansions, exquisite cars and exclusive outfits. Rublevka is the unofficial name of the territory west of Moscow (along the Rublevo-Uspenskoye highway). There is no administrative unit with this name and never has been, but the name is widely used both by residents of Moscow and the Moscow region, and by employees of real estate agencies. Rublevo-Uspenskoe Highway today is populated not only by officials, but also by simply moneyed people: businessmen, expensive lawyers, artists and other “glamour”. At the suggestion of the Rublev residents themselves (who call themselves the elite of Russia) of Moscow and the Russian elite in general - show business stars, politicians, industrial magnates, etc.

How millionaires live on Rublyovka Those who have less than $10 million in their accounts become almost an outsider on Rublyovka: along the highway, located not far from Moscow, luxurious villas stand side by side with other arrogant buildings. Such trends are relatively new - the few remaining old-timers rub their eyes in surprise, looking at the invasion of the rich.

What's fashionable here? Rublyovka differs little in fashion trends from the rest of the world. The world was once fascinated by sushi, and so was Rublyovka. Now the world is passionate about yoga, and there is yoga on Rublyovka. Then sports and diets will become unfashionable... Times will come when an unhealthy lifestyle will return to fashion. The most noticeable change in fashion in Rublyovka is cars. In the 90s, the ultimate dream was the BMW-Z3. Then Bentley came into fashion. But now even a Bentley is not considered chic. They look towards fancy Lamborghinis and especially Maserattis. It used to be considered worthy to fly first class on a foreign airline. Now those who flew first class are flying on their own planes. It's getting more and more expensive to be fashionable. Children: Having solved their financial problems, the Rublevskys finally took care of the children. Closely - so as not to lose another generation. Because the generation of Rublev children, who are now 20 years old, is definitely lost. If a girl knows nothing but Dolce & Gabbana, Prada, Kenzo, this lost generation. And there are many of them here.

There are no real women left - silicone, Botox, swollen breasts and lips. This is the Rublev standard. On the other hand, women cannot be blamed for having artificial breasts or fat pumping. This is not from a good life. It's all the fault of men who always want something more beautiful. But women are also to blame, believing that only external forms can keep a rich husband or lover. Sochi is not a competitor to Courchevel. Just as a cat becomes attached to its home, so rich Russian people became attached to Courchevel. And Courchevel took advantage of this, lowering the quality of service every year and raising prices. And Sochi can be considered as a fashionable Olympic place only when something is built there

"Golden" youth in Finland Finland itself is standard European country with clearly observed rules and pronounced equality. In this country it is very difficult to earn millions and live to the fullest. There are a lot of restrictions here. If you earn a lot of money, you are forced to pay a large percentage of taxes. Illegal business and fraud are very strictly prosecuted by law. Representatives of Finnish show business mostly achieve everything themselves, without the help of parents and their money, using only their talent and capabilities, which, unfortunately, is rarely found in Russian show business. The so-called VIP children, as in Russia, i.e. There are practically no golden youth here. There are rich people, but they probably don’t exist as much and as much as in Russia. The Finns themselves don’t want to be rich, and probably an entrepreneur named Matti looks poorer than the American Matthew. In some ways this is good, because in Finland people, and especially young people who do not have a penny to their name, have a large number of opportunities to get out into the world and live a full life.

Everything in the world is done for the sake of money. Many people believe that happiness is not found in money, many believe that it is in quantity. We draw the following conclusion: money spoils people. Of course, this doesn’t happen to everyone, but to the majority, that’s for sure. A person, becoming rich and famous, becomes fixated on himself, not appreciating simple human happiness. From early childhood, a person must achieve everything on his own, without relying on the help of his parents and their provision. This is how he will fulfill himself in life, as every person should do.

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In this competition, we had to research the youth movements of our village. After conducting a survey at school and in the village, we found out that in our village not a single subculture has a place to exist, because The village is small and there are not many places for young people to spend their leisure time. After looking at the topics of the other teams, we decided to choose a subculture about which we know little, or rather, almost nothing. The search for material and its processing on this topic turned out to be a fascinating and not uninteresting task. In the process of work, we came to the conclusion that, in principle, such a youth movement cannot arise in our country, because in the countryside there is a different style and standard of living. We present our work to your “judgment”. Read carefully and do not judge strictly.

The homeland of the "Golden Youth" and its history

The expression jeunesse doree - literally “gilded youth” appeared in France in the very early XIX century, after the Thermidorian coup, when representatives of the bourgeoisie came to power. This was the name given to young dandies who were in a hurry to enjoy life after the oppression experienced during the Terror and who constituted one of the main weapons of the anti-Jacobin reaction. Subsequently, fashionable representatives of secular youth often began to be called this. This name for young people (usually the offspring of rich and famous personalities) living in luxury and allowing themselves absolutely everything they want, has survived to this day. By the way, in English language representatives of the golden youth are called bright young things - “young bright things”. In speech, this turn of phrase has a slightly negative connotation.

“golden youth” – money or talents, or both?

More than half of modern young people, when asked what “golden youth” is, often agree on the answer – children of rich parents. To the question: why, the answer is money. Opinion: “golden youth” – money or talents, or both? I would like to immediately refute the assertion that the concept of “children of rich parents” is associated with the concept of “golden youth”.

Firstly, children are childhood, this is the time when the future personality is just beginning to form, when the first moral and ethical views. And here, it should be noted, one of the foundations of a person’s development is his parents, and the child’s future attitude and ability to move among his peers, set and achieve goals, rejoice at successes and accept failures and defeats with dignity depends partly on them. And how often our youth “break down” now, how easy it is to drive them into a corner with a simple conversation about something higher than money and clothes, how quickly they give up when faced with the blows of life, how cowardly they choose the easy path and bypass side of serious decisions.

Secondly, is wealth always the “gold” we are talking about? Yes, once upon a time the concept of “golden youth” entered our society precisely in this interpretation and for a long time was rooted in the principles and views of people. But today we can and should argue with this, because both the technological aspects of our lives and the purely human, spiritual, psychological aspects are developing with geometric progression. What great potential is sometimes stored INSIDE the modest and inconspicuous, those who do not sparkle with beauty OUTSIDE, but are enriched spiritually and intellectually! And isn't this "gold"? It's simply not visible. It does not catch the eye, it does not sparkle with expensive stones and exquisite perfumes. You can't buy it with money.

And finally, thirdly: “gold” burns in a person, in an independent and formed personality, ethically educated and spiritually developed, in a person with capital letters, in a person who surrounds himself and others with light and beauty, reliable and noble. Is such a characteristic consistent with “the child of rich parents”?

“Golden Youth” is not an age category in which, having a lot of money, mainly from your parents, you fall into after 15 and no longer fall into after 30. This is an alliance of such circles of society where life potential, intelligence, and spiritual beauty are developed at a high level. How unpleasant it is sometimes to look at modern “majors” who confidently consider themselves to be among the “golden youth”. Yes, confidence and self-affirmation are good, but when it manifests itself in action, and not in empty words. What can “children of rich parents” do today? What are they thinking about, and is there even an ounce of aspiration, purpose or just a dream in their life? What excites them, what interests them? Often the answers to these questions turn out to be quite disappointing. Because we do not instill in our children from birth the desire for a dream, the zeal to achieve it, the strength to overcome obstacles, or even a basic interest in life other than money, arrogant pride and arrogance. How can you appreciate the power and beauty of material independence without ever experiencing dissatisfaction and discomfort, without ever straining, without struggling for independence, and without even having an idea of ​​what it is? There are victories, and these victories bring happiness. But without knowing what defeat is, it is impossible to feel victory and feel happy. And in that life there is happiness, where there is constant struggle, where there are failures and successes, ups and downs, tears and laughter, sadness and joy, love and loneliness, everything and nothing, victories and defeats.

Majors

Majors are the Soviet golden youth of the period of “developed socialism”. IN socially close to yuppies and kogars. They appeared in the late 1970s - early 1980s and were perceived as the antipode of the Gopnik subculture. Despite the disappearance of a number of iconic moments and the changes that have occurred social order, this expression is still relevant and is used in colloquial speech. “Major” of the 1970s-1980s is a young man (girl) with high-ranking and/or wealthy parents (party leaders, ministry employees, prominent police officials, KGB, military-industrial complex, enterprise managers, major scientists, successful athletes, cultural figures and so on) and thanks to this, taking advantage of opportunities that are not available to most of his peers.

Life style

The major is not interested in ordinary everyday problems, since all such problems have been solved for him by his parents. He is not short of pocket money. He wears scarce clothes and shoes, can drive his own (usually new, less often one belonging to one of his parents) car (for the USSR of the period described, where adults, working people, even having money, could buy a car after only a few years of in line - an unprecedented luxury), owns audio and video equipment made abroad and, in general, the attributes of foreign life. He can spend time at his parents' official dacha, if they are entitled to one according to their rank. Some have the opportunity to travel abroad, including to capitalist states, and live there with their parents. Among the majors, the position of parents in society and the prospects associated with it are assessed own life and careers. However, a high level of academic performance at school and university is also valued. The attitude towards peers from “simple” families is patronizing, condescending or contemptuous, although more often it is indifferent. The major is much less vulnerable to various life troubles; he is protected by the authority and power of his parents. He may not try too hard in his studies (although he most likely will not be an outright lazy person and a poor student), and indulge in minor offenses. The future of the major is cloudless and does not cause any worries. He will not go into the army (unless his parents are military and he himself does not want to become a high-ranking military man), or he will serve in hothouse conditions, usually abroad. Thanks to family ties, he will be “through connections” placed in a university, the level of which is determined by the level of power and the connections of his parents. Upon graduation from the university, he will not be assigned somewhere “in the outback”, he will be hired by a reputable organization, where he will be able to grow in position and quickly occupy a high position, perhaps supported by his parents working there. The most prestigious “major” universities in 1970-1980. - this is MGIMO, Faculty of Philology of Moscow State University (for girls), Faculty of Journalism of Moscow State University, Institute foreign languages("Foreign language"). After such universities, a graduate had a real chance of getting a job associated with systematic foreign business trips, which in the USSR was considered a sign of unconditional life success Although they say that since 2006, the term has become relevant again and is often used both in conversations of the “golden youth” themselves and children from families with less income. Who knows?! No matter what amount the child amuses himself with, as long as he doesn’t spoil his family name - with such parental blessing, modern majors go through life easily, writes the Ukrainian magazine Korrespondent. “The head is empty, the pocket is full,” Walid Arfush, the owner of Paparazzi magazine, who knows this environment first-hand, succinctly characterizes the young playmakers. He is echoed by psychologists who note that the behavior style of these young people is the result of their upbringing. According to Natalya Kukhtina, a psychologist at the Galatea Center for Practical Psychology, often parental attention to “golden children” only results in material goods. There is also a more recent trend: it is now most often the young heirs of big and not so big businesses who “light up” in the capital’s nightclubs - the offspring of well-known politicians in Ukraine today prefer not to appear in public, as was the case just a few years ago. After the scandal with the son of the President of the country Andrei Yushchenko, who became famous throughout the country for his craving for luxurious life, many public parents gave their heirs a good thrashing, political scientist Dmitry Vydrin assures, so that moms and dads would not be persuaded in the press and would not spoil their reputation. a tightly stuffed wallet, stylish clothes, expensive car and fashionable mobile. These are the necessary paraphernalia in the party of golden youth. However, for many “golden ones” such a comfortable life ends with receiving a university diploma - and then their parents cut off their financial oxygen. Although, arrangement later life, as a rule, is also the concern of parents. Arrange for prestigious job or open a business for a child who has had enough fun - this is the usual scenario.

Clothing style

CASUAL STYLE: CLOTHING OF “GOLDEN YOUTH”

Clothing that is chosen based on one’s status, lifestyle, age and social circle – all this often presupposes certain boundaries and deprives one of the opportunity to feel relaxed and set the tone for what is happening around them. Casual style from the Italian manufacturer Einstein Progetti & Prodotti Group is the most fashion clothes for the bohemian “golden youth” and a new word in fashion for every day, which is based on the absence of conventions and a bright manifestation of individuality! Individuality ceases to be synonymous with flashiness, brightness and undisguised luxury in clothing. Exclusive Casual style clothing (jeans, shirts, knitwear) combines style and chic that are not conspicuous, and this is precisely why Einstein Progetti & Prodotti Group clothing has gained such popularity. Casual style clothing is freedom, wealth and elegance without any generally accepted labels.

Bray Steve Alan (the first brand of EINSTEIN Progetti & Prodotti) is clubwear of the new generation and “golden youth”, who choose and dictate fashion themselves. BSA fashionable clothing is equally suitable for both serious young entrepreneurs and all those for whom club parties are the main pastime, and Absolut Joy jeans will be a bright manifestation of your self in any situation. No conventions or pretentious chic - only exquisite carelessness combined with the luxury of Casual style clothes will now be your calling card.

There are several casual trends:

All-Out-Casual (casual): this direction is perhaps the most “free” among its style comrades. These fashionable clothes are unlikely to be approved by your colleagues at a business meeting. Most likely, you will be able to spend a stylish weekend with friends or family in nature, among barbecues and outdoor games.

Sport casual: in these clothes you can either play sports or look like a sporty fashionista.

Hairstyles of golden youth

Techno Natural is a youth style for the so-called “golden youth”. Hair color: natural cool tones – silver-beige, dark blond. Hair coloring in one tone or in blocks. The shape of the haircut matches the color. Associations: glass, water. Day Dream – romantic image for calm, thoughtful people. Soft straw-reddish color scheme. Long and semi-long hair, a lot of curls, free shapes combined with straight strands, dyed in a different, but not contrasting tone. Associations: fireplace, teddy bear, basket, rye. World Fusion - a mixture of ethnic styles, national color, eclecticism. For temperamental people. Hair color: bright strands on a light brown base, a mop of curly hair. Associations: Russian kokoshnik and African necklace. Gothic Luxury – Gothic style, serious, balanced. For young people who consider themselves goths. Color range: cold dark shades– wet asphalt, graphite. The color is plain or with minimal inclusions (for example, thin dark burgundy strands). Geometric haircut shapes, asymmetry, contrasting length (on one side there is a cropped temple, on the other there is long hair). The image is complemented by black clothes (leather, guipure) and appropriate makeup (rimmed eyes, dark shadows).

"Toys of the Golden Youth"

The Minox company presented a camera that can be classified as one of those things that only very wealthy people can afford.

The DC1011 camera body is made of gold. Moreover, around the lens you can see a scattering of very large diamonds. This made it possible to give the new product the unofficial name Carat.

Technical characteristics of the Minox DC1011 "Carat" are identical to the mass version of the camera: 10.1 MP matrix, 3x optical (10.4x digital) zoom, 2.5" diagonal preview display and 32 MB of internal memory. The camera supports SD memory cards capacity up to 2 GB.

Premium class phones from Vertu, intended for the richest stratum of citizens, are still in stable demand. When making them, white and yellow gold, platinum, diamonds, rubies and other materials for luxurious decor are used. Prices range from $12,000 to unimaginable limits. The Hollywood beau monde flaunts phones from this company, in particular Madonna, George Michael and Gwyneth Paltrow. Among Russian celebrities, socialite Ksenia Sobchak was spotted with a Vertu communicator.

Ask a professional photographer: “Why do you need a gold camera?” – he will only grin skeptically and shrug his shoulders. Of course, the precious body of the Minox DC 1011 camera with a scattering of large diamonds around the lens is designed for Rockefellers who understand little about technology. The qualities of the luxury model are identical to the mass version of the camera: 10.1 megapixel matrix, 3x optical zoom and 32 MB of internal memory. In general, there is little noteworthy. Besides gold and diamonds, of course.

Another executive-class device, the Pentax LX Gold, is plated with 750-carat gold. In terms of technical qualities, it is even more modest, since it was produced in a limited series in 1981. By the way, a precious camera from Pentax was created in honor of the release of the ten millionth copy of the popular LX SLR model. A total of 300 copies were produced, two hundred of which found buyers in Japan.

The Golden iPod is a technology for representatives of the golden youth. The trend to produce limited editions of players made from precious materials has been picked up by many companies, including Apple - Apple's gold versions of the iPod Nano and iPod Video are aimed at young fans of glamor.
In addition to the golden iPod, the younger generation of oligarchs have other amusements - for example, exclusive versions of portable game consoles. Game boy made of 750-carat pure gold can be taken to a private Rublevskaya school and played during breaks. Almost a kilogram of despicable metal was spent on the manufacture of such a thing. They didn’t forget to generously strew the “Golden Boy” with diamonds – the screen is framed with precious stones. However, in terms of technical “stuffing”, the luxury set-top box differs little from its modest counterpart.

Not all children of wealthy parents are called “golden youth”. This is a special stratum of society, which is characterized by people who live their lives. The “golden youth” are characterized by wastefulness, lack of constructive activities, and lack of high goals in life. This forms in best case scenario the carefree nature of a glamorous partygoer. At worst, society sees an arrogant scoundrel, accustomed to treating ordinary people with contempt and breaking the law in the belief that “dad will get rid of him.”

Very often, the “golden youth” are formed by the children of the nouveau riche - people who quickly earned money, but did not inherit the culture of reasonable attitude towards them, and therefore did not pass it on to their offspring. The layer of “golden youth” in different countries different. IN modern Russia“golden youth” is a noticeable phenomenon, which is explained by the peculiarities national history the last twenty years.

The emergence of “golden youth” in Russia

In the Soviet Union, despite the declared equality, the children of party leaders, diplomats, power-loved writers, athletes and actors, department store directors and other Soviet elite formed social group" ". Majors had access to benefits that most Soviet people could only dream of; all everyday issues were resolved for them (for example, with housing in the capital), a place in a prestigious university was secured, and a career was predetermined.

But in the early 90s, in Russia, which had embarked on the path of capitalism, real millionaires and billionaires appeared - both among businessmen and among high-ranking politicians. Their children received much greater opportunities than the Soviet ones. Arose a new group, which came to be called the “golden youth”.

Now in Russia, the “golden youth” generally refers to all the well-to-do offspring of wealthy people, including the metropolitan middle class (the concept of “majors” is still a synonym). But in a narrow sense, Russian jeunesse dorée means the cream of society: these are the children of people whose personal fortune allows them to provide their child with a truly luxurious life.

Subculture of the “golden youth”

Access to money predetermined bright life“golden youth”: parties in elite nightclubs, selection of expensive branded items, visiting fashionable places, study and vacation abroad. The “golden children” do not limit themselves when it comes to spending: every now and then there are reports in the press about crazy checks, champagne at the price of a Mercedes, or supercars broken “on a dare.”

In the 2000s, a division into “night” and “daytime” “golden youth” appeared.

“Devnaya” leads a decent and often even healthy lifestyle, devoting her days to travel and active recreation. Many “golden children” do not visit Russia for months or years, either surfing in the tropics or skiing in Courchevel. Extreme sports and individual tourism are in fashion. This category of “golden youth” is united with their “night” comrades by the pursuit of pleasure and the absence of serious life goals.

The behavior of the “golden youth of the night” is socially dangerous. Alcohol abuse is common in this environment, and many people take drugs. Representatives of the party “golden youth” are characterized by aggressive and illegal behavior in public places.

One of the most outrageous manifestations of impunity of the “golden youth” is inappropriate behavior on the roads. Possessing super-expensive cars, the “golden children” love to drive wildly and organize night races through the streets. Strong indignation in society is caused by car accidents with human casualties, after which the “golden” culprits get off with symbolic punishment.

The feeling of impunity is one of the main features of the Russian “golden youth”. Unlike jeunesse dorée countries, where there is stronger respect for the law on the part of high-ranking officials, the Russian “golden youth” are characterized not just by wasting their lives, but by pronounced antisocial behavior.